From San Diego Comic-Con to NASCAR, Theo Von to Fortnite, Alamo Beer to Whataburger, and a 7-foot Hank Hill mascot that roamed San Diego and New York—this was truly a Texas-sized campaign for “King of the Hill.” For the revival, Hulu Originals executed a fully integrated 360 campaign rooted in strategic insight: Middle America—once the backbone of the series’ audience—still over-indexed in viewership and cultural affinity. The campaign leaned into that demo with intention, while expanding reach to younger fandom-driven audiences through character-driven creative, pop culture crossovers, and immersive extensions of the KOTH universe. Reintroduction began at ATX TV Fest with a first look, panel, and backyard BBQ featuring Alamo Beer, games, and photo op in the iconic alley—rekindling nostalgia among superfans and press. Momentum accelerated at San Diego Comic-Con, where a life-sized Arlen backyard brought fans into the show with games, cans of Alamo (water), and custom giveaways. In the lead-up to trailer launch, Hulu dropped two first-look promos that trended at #1 and #2 on YouTube. On July 10, the official trailer & key art launched—garnering 51M+ views and trending #1 in a week. The series was later Certified Fresh on Rotten Tomatoes before premiere, signaling strong critical response to the revival. Cultural relevance was built through standout integrations: a Fortnite Father’s Day “Dad Pack” featuring a Hank Hill skin, a NASCAR sponsorship with wrapped cars, fire suit & pit crew shirts, and a one-of-a-kind interview between Hank and comedian Theo Von—reaching younger male audiences through custom animation. Placements prioritized culturally aligned moments - WWE Smackdown, Professional Bull Riding, and MLB/ESPN coverage—plus stadium takeovers at Cardinals and Rangers games. KOTH also appeared across 60+ Live Nation venues and activated digitally on Reddit, Discord, Twitch and more to engage comedy, gaming and sports fandoms. To bring Arlen into everyday life, Hulu partnered with Whataburger to serve “Hank Hill’s Favorite Burger” in 1,000+ locations and launched a limited-edition Spiceology BBQ blend. Hulu also licensed and distributed official Alamo Beer—the iconic fictional brand—in 200+ H-E-B stores, with a broader rollout planned for 2026. The result: a campaign that honored the “King Of The Hill” legacy while making it newly relevant—strategically built, culturally resonant, and impossible to ignore.